Apple Macbook Air Essay

795 words - 4 pages

Apple MacBook Air

About Apple Inc.:

Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Apple was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne on April 1, 1976, to develop and sell personal computers. Apple is the world's largest information technology company by revenue, the world's largest technology company by total assets and the world's second-largest mobile phone manufacturer.

Product Mix:

The MacBook Air is a line of Macintosh ultraportable notebook computers from Apple Inc. The Air was designed to balance both performance ...view middle of the document...

The following places are included in Apple’s distribution strategy:

1. Apple Stores

2. Authorized retailers

3. Fulfillment services
Apple Stores are the most visible places that sell the company’s products, including the MacBook Air. However, these stores are not the only places in the firm’s marketing mix. For instance, Apple also uses authorized retailers, such as Walmart, Target, Best Buy, Maple etc. In addition, Apple uses fulfillment services from companies like Amazon.com and eBay, through which third parties sell Apple products online. Thus, Apple’s marketing mix is comprehensive in exploiting different types of online and non-online distribution channels.

Promotion Mix:

Apple’s marketing mix includes promotional activities that emphasize the premium image and quality of the firm’s products. The promotional or marketing communications mix supports business position in reaching more target buyers. In Apple’s case, this component of the marketing mix includes the following elements:

1. Advertising
2. Personal Selling
3. Sales Promotion
4. Public Relations

Apple’s marketing mix includes advertising through the company’s website and Apple Stores, as well as advertising through other firms, such as technology news sites. The company also uses personal selling in the form of Apple Store employees who provide product-specific information in the aim of convincing store visitors to make a purchase. In addition, the company’s marketing mix involves sales promotion, which usually happens at the Apple Stores. For example, some Apple Stores offer old models at discounted prices when...

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